Profile of Success: The Fruits of Wild Labor
His favorite wild foods: Although he started picking berries early in life, Rashid says he now enjoys foraging for and eating wild mushrooms.
Established: 1982
Headquarters: Petoskey, Mich.
Primary merchandise: preserved fruits and condiments
# of SKUs: 200
Customer demographics: 66 percent women, college educated, well traveled, with incomes in excess of $80,000
Sales channels: catalog, 33 percent; Internet, 33 percent; wholesale, 33 percent
# of employees: 50
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